贈品促銷外溢效果的形成與變動之研究

A Research of the Spillover Effect of Gift Promotion-Its Forming and Fluctuation

曾忠蕙(Chung-Hui Tseng)

《台灣管理學刊》 10卷2期 (2010/08) Pp. 129-148

https://doi.org/10.6295/TAMJ.2010.1002.02

摘要

近年來贈品促銷活動崛起，由於贈品是免費贈送，消費者通常會對贈品的價值打折，而對贈品貶值的評價是否會影響到與贈品相關的產品，貶低這些相關產品的評價？這種原本對贈品的評價影響到同類產品其他品牌評價的效果，本研究稱為「贈品促銷外溢效果」。本研究發展兩項子研究，研究一探討贈品促銷外溢效果的形成，結果發現贈品評價會產生外溢效果。研究二探討贈品促銷外溢效果的變動影響因素，包括贈品促銷深度的前置變數、贈品相關產品或品牌的知覺外溢價值之結果變數，結果發現贈品促銷深度較深時，贈品同類產品的其他品牌（同品他牌）與贈品同類品牌的其他產品（同牌他品）的知覺外溢價值皆會降低，贈品品牌知名度與贈品涉入程度皆具有干擾效果。

關鍵字

外溢效果 ； 贈品促銷 ； 促銷深度 ； 品牌知名度 ； 產品涉入

並列摘要

Recently, gift promotion is taken as an important issue for firms. Because the gift is free, consumers tend to discount gift's value. Does this discounting evaluation spill to other products belonging to the same category of the gift so that these products also be devaluated by consumers? The research is going to investigate whether the discounting perception toward gift would spill to other products with the same brand of the gift, or spill to the same product with other brand. In this study, we defined the phenomenon as a ”spillover effect of gift promotion.”
This research consists of two studies. Study one focuses on the forming of spillover effect of gift promotion. Results were gift promotion caused negative spillover effect on relative product with the gift. Study two further examines its fluctuating factors, including an antecedent factor-promotion depth of gift promotion, two consequent factors about perceived value of spillover, and two moderating factors-brand awareness and involvement of gift. It was found that the spillover effect of gift promotion would show up on other-brand-same-product of gift as well as other-product-same-brand of gift. As deeper the promotion depth was, the stronger the spillover effect of gift promotion was. In addition, brand awareness of gift did play a moderating role on the spillover effect, so did involvement degree of gift.

並列關鍵字

spillover effect ； gift promotion ； promotion depth ； brand awareness ； product involvement